Some projects are born from an idea; others begin, almost unknowingly, with a way of seeing. Verónica de Mello, Andreina Olazábal and Mafalda Rodrigues belong to that rare category of women capable of bringing contemporary art, architecture, publishing and the kind of objects you would want to take home together around the same table.
From this intersection comes Private House, a new brand with an international outlook, encompassing books, signature pieces, artist editions and special objects. A universe built around a shared obsession: discovering how those who have made creativity a way of being in the world actually live.
PRIVATE HOUSE aspires to a discreet, refined and distinctive kind of luxury—one that does not need to be displayed in order to have value. A luxury rooted in knowledge, intimacy, objects chosen with discernment, and in those things that are preserved and endure. At its heart, it is a return to certain essential values: quality, time, sensitivity and authenticity.
This November, they will present their first book in Madrid, an edition that takes us—quite literally—inside the homes of the city’s artists, architects and collectors. Not to show us perfect interiors, but something far more interesting: the works they live with, the objects they have chosen, the stories they hold, and an intimacy that no exhibition can ever fully reproduce.
Madrid is only the beginning. Mexico City and Lisbon will follow, as part of a collection conceived to travel from city to city, offering access to private worlds that are rarely shared.
Private House begins its journey this autumn. And all signs suggest that the book will be only the first surprise.